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"Must-Read"
Peter B Palij (pbp1@COLUMBIA.EDU)
Wed, 15 Dec 1993 01:01:28 -0500
John,
Morris Holbrook has published a number of academic articles exploiting
anthropological themes and theories in the marketing arena; in
particular, advertising and consumption.
The two "straight" anthropology works of relevance:
McCracken, Grant (1988), _Culture_and_Consumption:_New_Approaches_to_
_the_Symbolic_Character_of_Consumer_Goods_and_Activities_. Bloomington
IN: Indiana University Press.
Douglas, Mary and Baron Isherwood (1979), _The_World_of_Goods_. New York
NY: Basic Books.
>From a Marketing academic perspective, I would strongly recommend:
O'Shaughnessy, John (1992), _Explaining_Buyer_Behavior:_Central_Concepts_and_
_Philoshophy_of_Science_Issues_. New York NY: Oxford University Press.
John's book uses insights from Anthropology, Marketing, Philosophy of
Science, Psychology, and Sociology to explore ways of modeling and
understanding buyer behavior (definitely a senior MBA or Ph.D. level
book). It also provides an extremely broad bibliography.
Peter
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Peter Palij Internet: pbp1@columbia.edu
Columbia University, Graduate School of Business
804 Uris Hall
New York NY 10027
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